ITV has selected Yospace to deliver a new ad measurement and delivery solution for its channels on the PSB-backed streaming platform Freely.
The broadcaster said the deployment is built on a shared player model, which means that it is not practical to use multiple embedded SDKs (Software Development Kit) from each broadcaster, which would typically be critical to supporting IAB (Interactive Advertising Bureau) compliant measurement. It also had to be compatible with Freely’s requirements, which included the HbbTV Operator Application (OpApp) specification.
Yospace is combining dynamic ad insertion with Client-Guided Ad Measurement (CGAM). Under the approach, the Freely player calls a Yospace API with its playback position, generating the data needed for accurate measurement without requiring multiple broadcaster SDK integrations on device.
ITV said the work also feeds into wider efforts to standardise scalable measurement capture. Yospace added that Common Media Client Data v2 (CMCDv2) has been extended to support CGAM, with the aim that any CMCDv2-compliant player could deliver trusted measurement without additional device integration once the standard is ratified.
“Working with Yospace on this innovative new solution means we can give advertisers the insight they need by confidently measuring advertising results,” said Thomas Thomas, Director of Engineering at ITV, noting the companies have partnered for more than a decade.
Tim Sewell, CEO of Yospace, said the collaboration with Everyone TV and ITV addresses a long-standing measurement challenge and, through the upcoming CMCDv2 standard, will be opened up for other broadcasters.
Yospace said it manages more than 2,000 live channels and stitches over 8 billion one-to-one addressable ads each month.
